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Reaching tens of thousands of potential hospitality career candidates with video production

social media

Brief

As part of Mitchells & Butlers’ digital recruitment strategy, spottydog was asked to showcase the endless career opportunities available to its teams through the Mitchells & Butlers Careers social media channels. Aiming to encourage retail team members to pursue a career in hospitality we used Facebook, Twitter, Instagram and LinkedIn social media channels.

Action

Our approach was to let real people talk about their real jobs. So, we brought together four friends who started as a team together over 10 years ago and create a 3-minute video about their career journeys. By putting the spotlight on Katie, Tor, Steph and Flik we created authentic content where all four team members shared memories and stories about their career pathways. The group shared tips on those looking to pursue a career in hospitality, how Mitchells & Butlers supported their progression and, of course, decided who used to make the best cocktails. Using video content, in an informal setting, meant we could bring to life this story so that it would be easily digestible for our audience and that the content would be prioritised in news feeds across our social media platforms.

Results

Shared through Mitchells & Butlers Careers social media channels the video achieved a reach of 8,300, against a benchmark of 2,000, across Facebook, over 388 views on Instagram & IGTV, against a benchmark of 200 and over 14,148 impressions, against a benchmark of 5,400, across Twitter and LinkedIn. Our most reached audience was 25-34 year olds – reaching both young people and hospitality professionals.

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